TATA TEA Chakra Gold makes record with new OOH activity

TATA TEA Chakra Gold, a flagship brand from the house of TATA Global Beverages, has entered Asia Book of Record for making maximum number of unique Kolams in a single location at Avinashilingam Women’s Arts & Science College, Vada Kovai. Over 500 plus women and college students came together in the city to celebrate Kolam Kondattam to form 500 dotted and unique kolams.

The activity is an extension of ‘Celebrating Tamizh Way of Life’ campaign. Tata Tea Chakra Gold is the first entrant under this respective title.

With Asia Book of Records for the greatest number of unique Kolam, TATA TEA Chakra Gold brand celebrated the Kolam festival on a large scale with people of Tamil Nadu. The uniqueness of the design was that each block was different and there was no repetition, which makes it a platform to display the rich culture and art of Tamilians. The design created for the Asia Book of Records included 10 winning entries of TATA TEA Chakra Gold En Vazhi Tamizh Vazhi Kolam contest.

Tamilians are proud of their rich culture which is displayed through its rich literature, iconic architecture, vibrant cinematic culture and absorbing art. Kolam is a daily chore and forms an important ritualistic art form for Tamil Hindu women. Each day before dawn, millions of women in the town, villages and the cities of Tamil Nadu draw kolam on the thresholds and floors of houses, temples and businesses. In Tamil culture, the threshold is of great significance as the meeting point of the internal and the external and kolam is one of the many manifestations of that significance.

Speaking about the record setting event, Puneet Das, Vice President – Marketing - India, Tata Global Beverages, said, “Tata Tea Chakra Gold is a popular tea brand of Tamil Nadu, and is a blend specially crafted for Tamilians. Its new campaign is all about evoking regional pride of Tamil Nadu. Kolam is a ceremonial Tamizh art, and is a symbol of divinity and pride for many Tamilians. We wanted to highlight this blend of creativity and Tamizh ritual showcased through the initiative to enter Asia Book of Records for Most Number of Unique Kolams in a single location in Coimbatore. With this Asia Book of Records activity, the brand attempted to highlight the richness of state’s art and culture, take this art form on a larger platform and together, celebrate the Tamil way of Life”.